Marketing Insider Group

SEPTEMBER 9, 2020

As a CMO or director of digital marketing, you can use a handful of B2B marketing metrics to answer them. B2B buyers look at their vendors as partners in business growth and not just service providers. Leaders are looking beyond engagement numbers and qualified leads. How much is marketing contributing to revenue?

Cost per Lead 260

Cost per Lead ROMI CPL Churn Rate 260

Martech

SEPTEMBER 16, 2022

That means scaling content so it’s always fresh, relevant and personalized across the many touchpoints consumers use when interacting with businesses. The consumer buying cycle is an increasingly self-serve process scattered across multiple touchpoints. How important is personalization in content marketing?

Digital Asset Management 130

Digital Asset Management Paid Content Work Management Marketing Management 130

Martech

FEBRUARY 25, 2022

Customers’ expectations are rising and marketers are working to meet those expectations with personalized content at a growing number of touchpoints — from social, to website to mobile app to drive-through menu to virtual reality experience. Click here to download! How much training will we need? How will we define success?

Digital Asset Management 105

Digital Asset Management Enterprise Management Work Management Marketing Management 105

Martech

JULY 22, 2021

To ensure that customers and prospects have ideal interactions with their brands at every touchpoint, marketers first need in-depth information about the journey that buyers currently navigate on their way to making a purchase, as well as how they interact post-purchase. Former Salesforce CMO Buscemi joins Clari Board.

Resource Management 110

Resource Management Enterprise Management Marketing Management Ad Exchange 110

Modern B2B

JUNE 28, 2023

With customer interactions being predominantly digital in today’s world; how a customer interacts with your digital properties and the information that’s carried from one touchpoint to another is critical to creating awesome customer experiences. This is only useful if your technology is set up to capture the data and store it.

B2B Thought Leadership 52

B2B Thought Leadership Touchpoints Marketing Qualified Leads Lead Ranking 52

Liveintent

JANUARY 4, 2022

Recently, LiveIntent CMO, Kerel Cooper, and SVP of product marketing & GTM strategy, Jessica Muñoz, sat down with Helene Parker, founder and chief programmatic sensei of Helen Parker Consulting, to talk about the tectonic shifts in the programmatic landscape. Data strategy.

Advertising Agencies 127

Advertising Agencies Marketing Analytics Tools Mobile Advertising Paid Search Agency 127

LeadsRX

SEPTEMBER 8, 2021

LeadsRx provides marketers a pixel to collect first-party data via their website, and it ingests data from ALL touchpoints – online and offline. Certainly, a solid vendor partner can help in this regard, especially if resources are tight. Hiring the right person – or vendor – could also solve the “making sense of the data” challenge.

Work Management 83

Work Management Marketing Management Multi-Touch Attribution Analytics 83

chiefmartech

OCTOBER 31, 2022

This generally isn’t the fault of martech vendors, even if it might make you feel better to blame them sometimes. Reading a recent report from data platform provider Adverity, What Is Shaping the CMO’s Roadmap? It’s a function of the complexity inherent in our environment today.

Enterprise Management 126

Enterprise Management Marketing Management Thought Leadership Paid Search Agency 126

Martech

AUGUST 23, 2023

Other challenges included managing the costs of multiple platforms, discerning genuine vendors from transient ones and the constant need to stay updated with the rapid technological evolution in the martech landscape. Many martech vendors offer trial periods, allowing businesses to gauge a tool’s fit and effectiveness.

Work Management 95

Work Management Marketing Management Digital Transformation Customer Satisfaction 95

6sense

AUGUST 3, 2016

Last week, 6sense VP of Product Amar Doshi hosted Business Online Director of Analytics Eric Ramos for a webinar, The 5 Priorities of the Data-Driven CMO , that reviewed this well known but not always well-explored topic. To achieve this ambitious end, marketers must prioritize and invest in 5 key areas: Data.

CMO 48

CMO Enterprise Management Lead Ranking Work Management 48

chiefmartech

APRIL 24, 2016

A friend forwarded me a report, titled “Software Is Eating the CMO Suite,” that was shared by Morgan Stanley at the Ascendant Network event for digital marketers in New York earlier this month. “Okay, maybe the single vendor suite is dead, but a select 2-3 strategic vendors will prevail” seems to be their narrative.

Digital Asset Management 40

Digital Asset Management Marketing Management Marketing Automation Services Vendors 40

Golden Spiral

JANUARY 22, 2021

Even if you consider yourself to be a plugged-in and up-to-date CMO, those who are laser-focused on individual disciplines are going to have different perspectives than those with a 30,000-foot view. Where can a vendor lower cost, at least in the short term? But if they don’t, it may be time to try something else.

Marketing Automation Services 62

Marketing Automation Services Marketing Budget Marketing Budget Creation B2B 62

Marketing Insider Group

AUGUST 11, 2015

Of course, with a staggering amount of technology available to marketers ( 1,876 vendors as of Scott Brinker’s latest count ,) and Gartner’s predictions that the CMO will spend more on IT than the CIO by 2017, it comes as no surprise that managing this technology took it’s place as a major responsibility in the survey.

B2B Marketing 100

B2B Marketing Marketing Management B2B Paid Search Agency 100

6sense

NOVEMBER 9, 2021

If you want to know what CMOs think of events, what they need, what they won’t stand for anymore – highlights from last Friday’s CMO Coffee Talk discussion follow: Selling sponsorships will require a lot more value to the buyers to justify investment… and CFO scrutiny will be bigger factors with approvals.

Guerilla Marketing 48

Guerilla Marketing Lead Ranking Marketing & Strategy Vendors 48

Tony Zambito

OCTOBER 23, 2016

vendor) information is diminishing while credibility in influencer sources is rising. Buying Behaviors : How people make choices and arrive at purchase decisions are undergoing major transformations. With information readily available, buying behaviors have become more self-directed, as well as, more goal-directed.

Enterprise Management 100

Enterprise Management Marketing Strategy Marketing & Strategy Work Management 100

DiscoverOrg

MARCH 13, 2017

The marketing landscape has wholly transformed, with the CMO often responsible for driving growth across the enterprise, marketing budgets expanding to the largest in the organization , and marketing technology vendors growing from 100 to 4,500+, a dizzying prospect for anyone trying to build a cohesive tech stack.

CMO 184

CMO Enterprise Management Work Management Marketing Management 184

Adobe Experience Cloud Blog

AUGUST 18, 2016

On average, smartphone owners spend two hours a day accessing apps and websites on their phone and pick up or glance at their phones 150-200 times a day, according to Forrester Research’s 2015 report, “Vendor Landscape: Mobile Engagement Automation Solution.” So how can marketers seize this opportunity?

Marketing Automation Services 48

Marketing Automation Services Paid Search Agency Lead Ranking Mobile Advertising 48

chiefmartech

SEPTEMBER 15, 2015

It’s an incredible journey in a growth organization where everyone is passionate about changing lives using the power of data, technology and communication — enabling every American to find the right doctor, the right hospital, the right care at a time, location, and touchpoint of their choice. CONVERGENCE.

Enterprise Management 40

Enterprise Management Marketing Management Lead Ranking CMO 40

chiefmartech

DECEMBER 16, 2015

On Tuesday morning, we’ll open up with a presentation by Ram Krishnan, SVP & CMO at Frito-Lay North America on Frito-Lay’s D3 Convergence in Marketing: Design, Digital, and Demand. There will be more marketing tech brilliance jammed into the Hilton San Francisco Union Square than in any other city block in history.

Marketing Management 40

Marketing Management Best Practices Peer-to-peer CMO 40

chiefmartech

SEPTEMBER 19, 2016

Here’s what you can expect at the event: Vendor-Neutral Analysis of Marketing Technology Solutions. The agenda is shaped solely by what I believe are the most relevant topics, candidly presented by speakers from across field, without bias towards any one vendor. Segmentation within the marketing technology platform industry.

Enterprise Management 40

Enterprise Management Work Management Marketing Automation Services Marketing Management 40

LeadsRX

JULY 19, 2021

Mid- and senior-level marketing managers couldn’t possibly go to their CMO – who in turn needs to convince the CFO, CRO and CEO – asking for more precious marketing dollars to spend to promote the business. Ingesting that data into a dashboard that can be manipulated into helpful reports based on touchpoints, conversions, etc.

Enterprise Management 104

Enterprise Management Multi-Touch Attribution Work Management Marketing Management 104

Martech

APRIL 27, 2022

To meet that challenge, marketers need insights into the vast quantities of data being generated from the wealth of customer touchpoints. better efficiency), improve customer experience , and understand what channels, touchpoints, and strategies are working. Data and analytics take the guesswork out of marketing.

Marketing Attribution 131

Marketing Attribution Paid Content Marketing Analytics Tools Analytics 131

Martech

OCTOBER 12, 2023

Surprising number of CDP vendor replacements, now constituting nearly half of our CDP vendor selection advisory work. For sure, some CDP vendors reside more on the infrastructure side of the marketplace spectrum and offer technology services for drawing down CDD. Clearly, something is going on. In most cases, it will not.

Enterprise Management 118

Enterprise Management Ideal Customer Profiles Work Management Marketing Management 118

Engagio

APRIL 20, 2020

CMO, Sendoso. The companies that do this best will emerge as the winners, as they will gain the ear of their customers and prospects and will become the vendor of choice when budgets free up. CMO, TechTarget. CMO, MarvelMarketers. CMO, Lessonly. CMO, InsideView, Author. CMO, Uberflip. Dan Frohnen.

Work Management 131

Work Management Tactics Account Based Marketing Marketing Management 131

chiefmartech

SEPTEMBER 1, 2018

The following interview was originally published by the CMO Council in the August 2018 edition of their Marketing Magnified e-journal. ” Or relinquish your decision-making responsibility to the IT department or a single, most-favored vendor. What have other customers of that vendor experienced?

Enterprise Management 56

Enterprise Management Work Management Marketing Management CMO 56

PureB2B

MAY 30, 2022

Research from ITSMA found that nearly all B2B vendors using ABM say that it delivered higher ROI than other marketing initiatives. Benefit 4: Improved Close Rates Thanks to improvements in your targeting your team can optimize every touchpoint with key accounts. Typically, there is a wide range of touchpoints in an ABM campaign.

Account Based Marketing 62

Account Based Marketing Enterprise Management Top of Funnel Campaigns 62

PureB2B

MAY 30, 2022

Research from ITSMA found that nearly all B2B vendors using ABM say that it delivered higher ROI than other marketing initiatives. Thanks to improvements in your targeting your team can optimize every touchpoint with key accounts. Step 3: Determine Your Touchpoints. Many teams will plan their touchpoints out over a timescale.

Account Based Marketing 62

Account Based Marketing Enterprise Management Top of Funnel Campaigns 62

chiefmartech

NOVEMBER 12, 2018

When Gartner’s annual CMO Spend Survey for 2017-2018 came out last year, many people seized on the fact that the money CMOs allocated for marketing technology had dropped to 22% of their budget , on average, down from 27% the year before. The average percentage of a CMO’s budget allocated for martech jumped from 22% to 29%.

Allocation 92

Allocation Budget Programs Customer Surveys Gartner 92

Engagio

APRIL 20, 2020

CMO, Sendoso. The companies that do this best will emerge as the winners, as they will gain the ear of their customers and prospects and will become the vendor of choice when budgets free up. . CMO, TechTargeet. CMO, MarvelMarketers. CMO, Lessonly. CMO, InsideView, Author. CMO, Uberflip.

Work Management 87

Work Management Tactics Account Based Marketing Marketing Management 87

Ledger Bennett

FEBRUARY 23, 2021

The revenue marketing era is about mapping the full lifecycle and optimizing every single touchpoint, no matter where it’s coming from. The pandemic has rapidly accelerated this journey so it’s critical you map out each and every touchpoint and identify opportunities for effective digitization.

Lead Ranking 69

Lead Ranking Top of Funnel Marketing Management SQO 69

ClickZ

JULY 27, 2020

An asset that resonates and engages with your audience is effective, which is why it’s so important to create audience profiles with feedback from every customer touchpoint in your organization (sales, marketing, customer experience, IT, and management). Assign a champion (the CMO, a content director, etc.) Source: CMI.

Top of Funnel 145

Top of Funnel Work Management Marketing Management CMS Development 145

Martech Advisor

FEBRUARY 14, 2020

The battle for eyeballs, clicks, and FOMO has shifted value from physical touchpoints to digital ones. The logical next step for organizations seriously evaluating the solution would be to objectively research CDP vendors who are most likely to enable it to deliver its business goals. Why CDP for Enterprise?

Enterprise Management 59

Enterprise Management Work Management Marketing Management Marketing Automation Services 59

chiefmartech

OCTOBER 23, 2015

The experience-driven emphasis on quality across prospect touchpoints. Andy Hobsbawm , the CMO of IoT software platform EVRYTHNG, gave a really eye-opening presentation on what’s becoming possible — much faster than you might imagine — as consumer products of every kind become smart and connected.

Enterprise Management 40

Enterprise Management Work Management Marketing Management Marketing Automation Services 40

chiefmartech

AUGUST 5, 2019

First, Mike Volpe , CEO of Lola.com, will present From CMO to CEO: The Journey and Lessons Learned. After stints as CMO at HubSpot and Cybereason, Mike landed the top job at Lola.com. In this candid keynote, Mike will discuss the transition from CMO to CEO and how the CMO role is a new and fetile breeding ground for CEOs.

Enterprise Management 61

Enterprise Management Planning Marketing Attribution Work Management 61

chiefmartech

FEBRUARY 9, 2016

MEMO TO MARKETING TECH VENDORS: The Stackies are a great opportunity for you to share your own stack and show off how your product fits into the broader marketing technology ecosystem. 100 Marketing Technology Vendors Exhibiting Their Innovations. See the 2016 Stackies announcement post last month for details.

Enterprise Management 40

Enterprise Management Marketing Automation Services Work Management Marketing Management 40

Martech

APRIL 5, 2022

Identifying channels and touchpoints that refer the highest quality leads or the most valuable customers. Measuring customer engagement for each touchpoint (e.g., In order to optimize current campaigns, and plan future ones, marketers need to know which touchpoints are effective in driving conversions. multi-touch attribution).

Marketing Attribution 97

Marketing Attribution Touchpoints Multi-Touch Attribution Paid Content 97

Engagio

APRIL 29, 2018

Adoption is on the rise, and more vendors than ever have attached themselves to the term to take advantage of the fervor. Most CEOs don’t approach their CMO saying “do you want more budget and people to do this ABM thing?” ABM requires high-value, customized, valuable touchpoints. I think we’ve hit peak hype with ABM.

Account Based Marketing 88

Account Based Marketing ABM Sales Qualified Leads Lead Ranking 88